INSITE OOH Media Platform

Mohamed Zidan does not need an introduction in Egypt. The former international striker, whose career carved through some of European football's most demanding stages, carries a kind of cultural weight that brands spend years trying to borrow. GB Tires and Lassa Tyres have borrowed it wisely.

In their latest out-of-home campaign, Zidan appears on a large DOOH screen against a cinematic dusk backdrop, warm hues bleeding into a darkening sky, standing in front of a GB Tires branch with arms crossed and the unhurried ease of someone who already knows the outcome. The headline, rendered in large, assertive Arabic type, reads: "Everyone wins with Lassa." It is the kind of copy that lands without needing a second read.

The casting is strategically sound. Zidan's association with performance, resilience, and a distinctly Egyptian sense of pride maps cleanly onto what a tire brand needs to communicate: grip, reliability, and the feeling that you are in capable hands. Ambassador choices in the automotive and aftermarket space rarely feel this earned.
The campaign arrives at a natural inflection point for the partnership. GB Auto officially inaugurated its first dedicated GB Tires branch in April 2025, in the Dahshour area of Sheikh Zayed City, built on a distribution relationship with Lassa Tyres stretching back to 1989. This OOH activation feels like the public declaration that the retail chapter is now fully open.

Functionally, the screen carries the hotline number 16216 alongside supporting copy about purchase and installment options, grounding the aspirational visual in a clear call to action. Because everyone wins, but only if they know where to call.

Check out Monitoring Out of Home (MOOH), a specialist media intelligence agency and analysis system active in Cairo & Dubai, to learn more about Pirelli’s new campaign.